Email Copywriting – Hints and Tips


So you’ve decided to do an email marketing campaign. You’ve got a great template, your working with a respected email service provider and you’ve got a database ready and waiting to hear your message. All you’ve got to do now is write the thing. Ahhh, didn’t really think about that bit did you? Don’t worry, you’re not alone. Lots of people consider the copywriting, as a bit of an afterthought when crucially it is the most important part of it. Have no fear though; I have some hints and tips for you:

1. Who, what, when, why? – ask yourself these questions first. Who are you aiming the email at?, what is the product/service that you want to promote?, when is the best time to send your email (sales, seasonal trends etc), and why are you sending them an email. This should get the thought process started and the creative juices flowing.

2. Keep AIDA at the forefront of your mind. I don’t mean the opera by Verdi! I mean Attention, Interest, Desire and Action. Grab the attention by using a must-click headline, whet the appetite of your audience with some stimulating information, explain why it’s important and why they need it, and then tell them what to do next.

2. Don’t cram all your ideas into 1 email. People can’t cope with loads of different messages. Determine what the main thing is that you want to say, and say it. In other words, get to the point and focus on the benefits i.e. why they need your product/service and how it will make their life easier. Remember that email is a way of teasing your audience to visit your website so don’t try and say everything in the copy. Quickly lead up to your main point and then include that all important link which will take them to your website and the call to action.

3. If you hit writer’s block then walk away, have a coffee, take a walk. Whatever you do don’t wade through the copy just to get it done. Approach the copy with a fresh mind later and then you’ll do a better job.

4. Give it some personality. Yes, your email marketing needs to present a professional credible image of your business but that doesn’t mean it has to be dull. The best emails are informative and entertaining so don’t be afraid to use humour but make sure you don’t over do it. Best thing to do is run some of your ideas past trusted friends and colleagues to see if the humour works. They will tell you if it doesn’t!

5. Don’t rush it. This is tricky to balance because you need time to write your copy and refine it. However, if you keep revisiting it you will analyse the piece to death and you may end up with a turgid piece of copy, which has delete written all over it!

Remember, having a well-prepared email with great use of images will attract attention but ultimately it is the words that do the selling.

If you would like help in creating an email marketing strategy with compelling copy for your customers then please contact Hayley Cashmore on 0845 116 2723 or email

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